As a “mass premium” brand, Kwekkeboom is always innovatin and looking to stand out on the supermarket shelf. The team developed five new oven/airfryer snacks behind innovative tastes and shapes.

The challenge was to understand what drives snack appeal for families, and specifically to answer these questions:

• Which snack variant sparks excitement and why?
• What elements work and don’t work within each variant?
• What role do taste, shape, and consumption occasion play in the consumer preference?

The results gave Kwekkeboom clear direction on which concepts were strongest and where there were opportunities for improvement.

• Familiarity drives choice. Consumers gravitated toward variants they recognised, especially in terms of taste (meat or cheese), occasion (e.g., party, snack) and shape (e.g. preferably round).
• Originality is welcome, if relevant. New concepts were appreciated when they were a natural fit for the  the snacking occasion and use.
• First impressions matter. Certain variants raised doubts due to their unusual shape, unexpected filling or unappealing appearance.